Ngetta Tropical Holdings, is an agro processing company with interest in the value chain proposition of oil seeds and other crops that include amongst others sunflower, soybeans, simsim, beans, rice, cassava, maize and cotton. The company sources its grain from cooperatives of over 20,000 farmers that it supplies seed imported from South Africa, in an ecosystem that is being supported by SNV Netherlands Development Organisation and USAID Feed the Future.

Objective

To formulate a data-centric marketing strategy for the company.

Develop and stress-test a multi-case financial model.

Approach

Our approach was data centric. Prior to formulating any strategies we carried out market research and collected data from cooking oil sellers throughout major regions in Northern Uganda: Lira, Pakwach, Oyam and Kitgum.

Marketing Strategy: The marketing strategy was informed by the data that we collected in the survey and focused on segment selection, sales strategy, product development, communications strategy, competitive differentiation, and distribution strategy.

Based on the market data and information from the project’s expert team, projections were developed for two cases in an excel-VBA based financial model tool with auto-iterative sensitivity analyses.